As you finally pack away those sweaters and hoodies and break out the tank tops and shorts, Coca-Cola is busy doing the same exact thing. Ok, maybe not the EXACT same thing, but they are launching a brand-new look for summer.
This summer, 20-oz bottles as well as fridge packs and 24-oz, 1L, and 2L bottles will feature short poems dedicated to all the summer activities we’ve missed over this past year. Think baseball games, summer picnics, BBQs, and other fun, outdoor activities. The poems will be featured on both Coke and Coke Zero bottles beginning May 17th through August 8th.
And while this may not seem like a huge change, this kind of packaging is exactly what keeps consumers coming back for more. Just like the “Share A Coke” campaign, this new “Summer Tastes Better” campaign adds a memorable, personalized touch to each bottle of Coke a consumer encounters. Who wouldn’t want to pick up a bottle of Coke with a little poem about their favorite summer activity?
As brand director for Coke Breaks Brandan Strickland stated, these poems help “consumers see themselves in these moments that are synonymous both with the season and Coca-Cola”. Something as simple as an 11-word poem can draw people in and help them to develop a greater bond with the company. They pick-up a bottle of Coke, feel an emotional connection with the moment a poem is describing, and suddenly that same emotional connection is applied to the brand itself.
This is a great lesson for your brand and its packaging. Whether you can afford to do limited edition packaging or are just trying to establish your standard look, adding a personalized touch that can create an emotional connection with a consumer can make a world of difference. But don’t worry if you can’t make it quite as specific and personalized as Coca-Cola. Try to make a connection through something like your brand story or your sustainability mission.
Or, if you are looking for something more personalized, Tap can help get you started. With our HP Indigo 30000 Digital Press, we can help you create short, custom runs of your packaging that are sure to catch your consumer’s eye. You can even add versioning to create the same carton but with different looks or create some amazing customization.
Whatever it is, create packaging that can connect to the consumer and what matters to them. Before you know it, you’ll have a group of loyal customers who will keep coming back for more.
Sources:
https://www.packagingstrategies.com/articles/96195-coca-cola-introduces-summer-packaging
company.com/news/coca-cola-promotes-summer-moments-on-packaging
Megan Arnold
Author